Influence and trust: Connecting with APAC’s fragmented social landscape

January 10, 2022 | Share this article

Asia is a superpower when it comes to digital consumption and the high usage of social media offers influencer marketing a fertile ground to flourish in APAC markets.

In Southeast Asia alone, the number of new internet users has continued to climb, hitting 400 million in 2020 – up from 360 million in 2019 – according to Google. The fallout from the COVID-19 pandemic is expected to further increase the number of users, given the shift to hybrid working arrangements and the prevalence of online education.

The rising popularity of influencers in APAC is not only due to rapid digital adoption but because nearly every one of these users is a social media user. In fact, APAC accounts for nearly 53% of global social media users. Facebook alone has about 426 million daily active users in APAC, not counting users of other growing social media sites including TikTok, Kumu (Philippines), Zalo (Vietnam), WeChat and Twitter.

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